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Asia/Singapore Saturday, 27th December 2025
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Thailand’s new campaign spotlights Thai soft power

By TTG Asia
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The Tourism Authority of Thailand (TAT) is set to launch the international Be My Guest campaign as part of the government’s flagship Amazing Thailand Grand Tourism and Sports Year 2025. It is anchored by two core programmes – the Be My Guest Soft Power Fam Trip and Rhythm of Thailand, which together aim to amplify the country’s cultural influence, attract high-value tourism, and promote sustainable travel across emerging destinations.

The Be My Guest campaign is positioned as a key pillar of Thailand’s Soft Power strategy, and reflects the government’s ambition to position the country as a premier tourism hub while creating economic value through cultural storytelling. The campaign merges heritage and innovation, pairing immersive Thai experiences with contemporary content creation to forge global awareness of Thai identity.

Tourism Authority of Thailand’s new Be My Guest campaign will build trust in Thailand’s tourism brand and expand its cultural reach worldwide

Thapanee Kiatphaibool, TAT governor, said: “This campaign is about more than tourism. We’re inviting the world to see Thailand through the eyes of those who live it – artists, chefs, creators, and communities. Be My Guest allows our heritage to speak for itself, sparking admiration through real stories and shared moments. This is where soft power becomes true influence – by forging connections through culture, creativity, and authentic collaboration.”

Taking place from June 26 to July 1, 2025, Be My Guest activates both strategic storytelling and experiential tourism.

The related fam trip will welcome over 20 prominent international guests – celebrities, embassy-nominated guests, entrepreneurs, and influencers – to explore curated routes through three culturally rich provinces: Samut Songkhram, Sukhothai, and Chanthaburi. These routes are shaped by the Thailand in the Box concept, which offers a compact yet complete immersion into Thai food, history, craft, and lifestyle.

Simultaneously, the Rhythm of Thailand initiative will pair 10 global influencers from key markets such as the US, UK, France, China, Italy, and South Korea with 10 leading Thai creators. Each duo will embark on a mission-driven journey across 10 diverse destinations. Their content will explore distinct Thai soft power themes such as Muay Thai boxing, wellness, gastronomy, fashion, and traditional arts.

This approach represents a deliberate shift from one-sided reviews to meaningful co-creation – a storytelling model rooted in cultural immersion, mutual exchange, and shared perspectives. TAT will gradually unveil each duo’s journey and destination on its official Facebook page.

A major highlight of the campaign will be the Amazing Thailand Saneh Thai Gala Night, scheduled for June 30 at the Dusit Thani Hotel, Bangkok. As the embodiment of the Grand Invitation concept – one of the five pillars of the Amazing Thailand Grand Tourism and Sports Year 2025 – the event will allow guests to experience the best of Thai culture.

TAT expects the Be My Guest campaign to spark widespread engagement both online and offline, and to build trust in Thailand’s tourism brand while expanding its cultural reach worldwide.

Amadeus, World Sustainable Hospitality Alliance join hands on education support

By TTG Asia
0

Amadeus and the World Sustainable Hospitality Alliance are deepening their collaboration to improve youth employment and promote inclusivity by providing young people with the skills and experience needed to embark on a hospitality career.

The initiative is part of Amadeus’ Community Impact programme focused on advancing digital inclusion and building skills for jobs in the travel industry as well as World Sustainable Hospitality Alliance’s Employability Program.

Amadeus and World Sustainable Hospitality Alliance are helping students in India with education needed for a hospitality career

Amadeus will commit to a long-term collaboration as a global partner in the Employability Program, helping to grow it across multiple countries, delivering impactful change to communities worldwide and transforming lives.

The first pilot project with Amadeus began recruiting students in April in India, in collaboration with the local non-governmental organization Kherwadi. This project will provide support to 200 disadvantaged young people in Bengaluru, Mumbai, Pune, and Delhi, and will engage local hotels and global brands.

In addition to financial support, Amadeus will contribute employee volunteering activities, mentoring, and hospitality software.

The Employability Program is currently operational in three countries – India, Egypt and Sri Lanka. It has seen over 6,000 young people graduate with the skills and experience needed to embark on their careers.

Glenn Mandziuk, CEO of the World Sustainable Hospitality Alliance, welcomes the generous support from Amadeus.

“We’re delighted to be working with Amadeus on this pilot, which will have a tremendous impact on local communities and serve as a model for the industry. This partnership with Amadeus illustrates how the hospitality sector can play a vital role in removing access barriers to employment and ultimately change lives. We look forward to expanding our program globally and transforming the landscape of our industry.”

Francisco Pérez-Lozao Rüter, president, hospitality, Amadeus, added: “At Amadeus, we believe sustainable hospitality means caring for the world around us and making a positive contribution to people, places, and the planet. This partnership is a testament to our commitment to drive social impact in communities where we operate all around the world.”

PATA’s mid-year tourism forecast shows 801 million arrivals expected by 2027

By TTG Asia
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Asia-Pacific is set to be the biggest driver of the demand for air travel

PATA’s newly released Mid-Year Update to its flagship Asia Pacific Visitor Forecasts 2025–2027 report, originally published in March, shows continued growth trajectory for international visitor arrivals (IVAs) to Asia-Pacific, with numbers set to reach 801 million by 2027, up from 692 million in 2025.

  • Strong recovery destinations: China remains the top inbound market, forecast to welcome up to 148 million visitors by 2027. The US and Türkiye follow closely. Notably, Türkiye and Mongolia are poised for the most robust recovery, outperforming pre-pandemic levels.

  • Evolving source markets: China continues to lead outbound travel, with the US, South Korea, and Japan showing stability. Meanwhile, India, the UK, and the Russian Federation are becoming increasingly significant source markets, reflecting a broader diversification in regional travel demand.

  • Policy and currency shifts reshape travel: Changes such as extended Chinese public holidays, evolving currency exchange rates, and tariff conflicts are reshaping outbound patterns and opening new regional corridors for travel.

  • Wellness tourism rising: With populations aging across many source markets, interest in wellness and preventative health travel is accelerating – creating an opportunity for destinations to develop more inclusive and health-focused offerings.

  • Digital influence driving demand: Social media, especially user-generated content, is rapidly influencing younger travellers, fuelling demand for authentic, experiential, and shareable travel moments.

The forecasts acknowledge the volatile environment – including ongoing geopolitical conflicts, economic uncertainty, currency volatility, and the intensifying negative sentiments of locals towards mass tourism.

PATA CEO Noor Ahmad Hamid said: “This mid-year update goes beyond forecasting – it’s a strategic guidance for tourism leaders across the region. As the industry grapples with unpredictable forces from geopolitics to global inflation, staying informed through timely, evidence-based insights is more important than ever.

“With the past six months having brought a wave of developments that directly impacted our industry, this report empowers destinations and stakeholders to anticipate market shifts, prepare for disruption, and uncover emerging opportunities – from wellness travel and digital influence to the shifting geography of source markets.”

The comprehensive mid-year update was developed in collaboration with the Hospitality and Tourism Research Centre of the School of Hotel and Tourism Management at The Hong Kong Polytechnic University, with contributions from PATA destination members and regional data partners.

Sentosa GrillFest 2025 returns with its biggest edition ever

By TTG Asia
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Singapore’s Siloso Beach on Sentosa island will welcome the biggest GrillFest event to date, with 39 participating F&B brands across five zones and two new gastronomical experiences all lined up to deliver memorable evenings from July 17 to August 10.

A partnership with Offline Singapore, a homegrown social networking group, will elevate GrillFest 2025 from a food-centric gathering into a dynamic social experience. A series of GrillHouse Social Mixer Nights will be conducted, bringing 160 people together over four gatherings for social activities against a backdrop of live music, sizzling grills, and ocean breezes.

The pièce de resistance of GrillFest 2025 is the GrillHouse, an immersive dining experience that enables guests to become grill masters for a night with Ninja Foodi Smart XL Grill by Ninja Kitchen Singapore and premium ingredients from lyhseafood. There are three different curated platters to choose from, all featuring fresh and premium ingredients for guests to grill at their own pace.

Another new addition to GrillFest 2025 is Marketplace, where guests can handpick premium fresh ingredients and then have their selections cooked by expert chefs.

Further, in collaboration with Singapore Food Agency, Singapore Agro-Food Enterprises Federation, Seafood Industries Association Singapore, and Parkroyal Collection Pickering hotel, GrillFest 2025 will showcase how fresh seafood and other produce from local farms can be transformed into exceptional dishes.

Sensible and sustainable food sourcing at the event is joined by other efforts to reduce carbon footprint. Along with local start-up Staxx, Marketplace will have 25 per cent of its seats made from 100 per cent upcycled ocean-bound plastic. Guests are encouraged to bring reusable utensils, cups, or food containers for their meals – and efforts will be rewarded with a S$5 GrillFest voucher, limited to the first 50 redemptions daily. Washing points will be available at the event grounds to facilitate the use of such reusables.

Other highlights at GrillFest 2025 include International Grills, where flavours from around the world can be found; and Local Grills, where 18 of Singapore’s most exciting F&B brands will be showcased.

All are welcomed at GrillFest 2025, as event organisers have planned for smooth and barrier-free access for wheelchair users and families with strollers, as well as carving out 25 per cent of the seating areas for guests with mobility impairments.

GrillFest 2025 takes place from 16.00 to 22.30 on July 17, 18, 19, 20, 25, 26, 27, and August 1, 2, 3, 8, 9, and 10.

For more information, visit www.sentosa.com.sg/grillfest.

Iran-Israel conflict casts shadow on Indian outbound travel to the Middle East

By Rohit Kaul
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The conflict between Iran and Israel is beginning to cast a shadow on outbound travel demand from India to the Middle East, with industry stakeholders witnessing a growing sense of caution among their travellers.

Alok K Singh, chairman and CEO, Travomint, told TTG Asia that queries associated with rescheduling, safety, and cancellations are up.

Indian travellers are approaching travel plans for the Middle East with caution; Dubai (pictured)

“Travellers are being cautious, especially leisure and family groups who tend to have second thoughts during time of crisis,” he added.

According to OAG Aviation, Air India cancelled 83 flights and reduced its international schedule by 15 per cent in mid-June 2025, citing operational challenges and security concerns largely stemming from tensions in the Middle East. Meanwhile, IndiGo reported disruptions across 34 international routes, with average flight times increasing by around 20 minutes due to airspace restrictions and rerouting.

“The combined effect of flight cancellations, longer travel times and heightened security advisories has begun to dampen traveller confidence, signalling a likely decline in outbound bookings from India to the region,” said Mayur Patel, head of Asia, OAG Aviation.

Gulf destinations including Dubai, Doha and Abu Dhabi are also transit hubs to North America and Europe. A segment of travellers are now preferring direct flights or transits in other regions.

“Before finalising new reservations, visitors are choosing to stay put and wait. Direct flights from Indian metropolitan areas or connecting flights via South-east Asia are being pursued or rescheduled by passengers,” said Trishal Rao, chief sales officer at SKIL Travel.

Hari Ganapathy, co-founder of Pickyourtrail, added that given a large volume of long-haul westbound travel from India is routed through Gulf hubs, any disruption in this corridor would have a knock-on effect on broader outbound travel trends.

“While we have not seen large-scale cancellations yet, we are advising customers to stay informed about their transit routes, and where needed, we are proactively offering options via alternative hubs or helping them modify their travel plans,” he concluded.

However, Rao maintains optimism that travel to the Middle East will return as soon as security is restored, as the region offers “well-established attractions and robust connections”.

Okura Nikko Hotel Management names Hidechika Takasaka as president

By TTG Asia
0

Okura Nikko Hotel Management Co., a subsidiary of Hotel Okura Co., has appointed Hidechika Takasaka as president and representative director.

Takasaka joined the Hotel Okura Group in April 2024 as senior managing executive officer and chief officer of operation management at Okura Nikko Hotel Management. He was later appointed managing executive Officer at Hotel Okura in June 2024.

Prior to joining the Hotel Okura Group, he worked at Dai-ichi Life Insurance Co., from 1987, where he held several key positions, including manager of the credit department and general manager of both the International Business Department and the Loan Department.

Indonesian tourism players call for real action following MoU on economic cooperation with China

By Tiara Maharani
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Indonesia’s inbound tourism players are urging concrete follow-up on the signing of a tourism cooperation agreement with China last month, saying that without immediate steps, the MoU would have limited benefits for the industry.

The MoU was signed in Jakarta during Chinese premier Li Qiang’s official visit in May. It aims to strengthen ties across tourism, health, and trade, and outlines six areas of cooperation including the exchange of market data and business contacts between government agencies and tourism stakeholders, as well as joint promotional campaigns to boost two-way visitor flows.

An MoU on economic cooperation between Indonesia and China could yield benefits for tourism, provided concrete actions are taken

Local tourism operators are eager for the agreement to be more than a positive diplomatic gesture.

Herry Sudiarto, chairman of the China Committee at the Association of the Indonesian Tours and Travel Agencies (ASITA), said: “This is a good sign. It shows that the government is paying a lot of attention to the Chinese market. However, without a follow-up plan, it’s just a ceremony.”

He used the Indonesian Ministry of Tourism to collaborate with associations like ASITA to build links with Chinese tourism organisations.

He also questioned the outcome on a proposed tourism promotion office in China while noting that overseas marketing budget has been significantly reduced.

Instead of waiting for the tourism promotion office to materialise, Herry suggested that the ministry invest in “consistent presence at major travel fairs in China and step-up more sales missions”.

“Forming a task force that includes industry players could also accelerate progress,” he added.

Bambang Sugiono, director of marketing and overseas promotion at RD Tours Bali, observes a shift in Chinese traveller trends and calls for targeted promotions to engage the market.

“We’re seeing more high-end and independent Chinese travellers, especially younger ones looking for destinations beyond Bali,” said Bambang. “Destinations like Labuan Bajo and Bromo are gaining interest, but we need serious marketing efforts to compete.”

Other players warned of structural issues that need addressing.

“We need improved air connectivity – not just more flights, but new routes to secondary cities,” Asman Louis, director of Millennium Indo Wisata, told TTG Asia, adding that short-term visa exemptions, such as seven-day visa-free entry, will also help to boost arrivals from China.

Priority Pass expands member benefits with TrvlWell

By TTG Asia
0

Members of Priority Pass, part of The Collinson Group, can now access TrvlWell, a digital travel wellness companion.

Designed to enhance health and wellness while travelling, TrvlWell offers movement and mobility sessions, breath work and meditation, mindful walking tracks, and curated content to support wellness on the go. Digital wellness modules include Rest Easy, Stay Sharp, Fly Well and Feel Calm, addressing common travel challenges like jet lag, fatigue, travel anxiety and more.

TrvlWell’s launch represents an advancement in Priority Pass’ vision to evolve beyond traditional lounge access

Members can access TrvlWell in the Priority Pass app, through the “Balance body and mind” section on the homepage. More features and experiences will be added in time.

“Travel demand is experiencing robust growth in Asia Pacific, with passenger traffic expected to grow by 7.9 per cent this year – the highest rate globally. Coupled with the Asia Pacific wellness tourism market being expected to reach over US$200 billion by 2030 (from US$156 billion in 2025), it’s clear that travellers are keen to increasingly incorporate activities that enhance their wellbeing as part of their travels,” said Todd Handcock, global chief commercial officer and Asia Pacific Executive Chair, Collinson International.

Taipei Songshan Airport revitalises check-in experience with SITA technology

By TTG Asia
0

Passengers departing from Taipei Songshan Airport (TSA) will soon benefit from a faster, fully streamlined check-in experience thanks to SITA’s self-service and biometric-powered technology.

SITA’s Flex platform and Smart Path check-in kiosks will be available to all airlines operating from TSA’s international terminal, with an adoption of a common use self-service model. Flex gives passengers the power to check in to their flight using their mobile phone, untethered from physical counters. Biometric-powered SITA Smart Path kiosks speed up this process even more, allowing passengers to link their ID to their facial biometric to secure their boarding passes.

SITA technology to deliver faster, contactless check-in and bag drop at Taipei Songshan Airport

TSA will round off the upgraded check-in experience with SITA Self Bag Drop. Proven to accelerate processing time by up to 80 per cent, SITA Self Bag Drop is said to be the global gold standard in baggage solutions for speed, efficiency, and innovation. Integrated with biometric authentication on SITA Smart Path kiosks, the entire bag drop process can be completed in as little as 70 seconds, through an intuitive system requiring minimal assistance from airline agents.

Complimenting these systems will be SITA Maestro Departure Control System, which automates airline check-in and boarding operations and ensures full continuity in the event of any unforeseen network disruptions. Airline and airport teams also gain new operational insights thanks to data analytics and real-time information sharing, further boosting agility to respond to passenger needs.

The rollout of all SITA technologies is expected to be completed by the end of 2025.

Grand Hyatt Singapore credits talent focus as bedrock for its five-decade operations

By TTG Asia
0
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Grand Hyatt Singapore, which is approaching the final stages of its multi-year transformation, has recognised the contribution of its trusted associates and people-first culture to building a strong operational foundation.

In a press statement, the hotel in Singapore’s prime shopping district acknowledges the impact of flexible work models, start-up culture, and digital-first careers on workplace expectations in the hospitality industry.

Grand Hyatt Singapore takes a people-first approach towards talent management so as to tackle manpower challenges and ensure successful competition through genuine service

It noted that hospitality relies on the power of presence, and that service is not remote, outsourced, or transactional. Instead, it is personal, built through daily human connection, and brought to life by individuals who care deeply about creating meaningful experiences.

To tackle manpower challenges and ensure successful competition through genuine service, the hotel has chosen to take a people-first approach towards talent management.

Susan Gan, director of human resources, Grand Hyatt Singapore, explained: “It has been proven that when we care for our people, they will in turn care for our guests. Employee success is a simple yet profound commitment that has helped us to weather challenges, nurture loyalty, and create a truly extraordinary environment where everyone feels a sense of belonging.”

From recruitment to retention, the hotel ensures that genuine care is ingrained deeply into the associate experience. New hires are welcomed through a buddy system, comprehensive orientation, and regular check-in conversations throughout their first year. The hotel’s World of Care committees, formed across every department, further anchor Hyatt’s values into daily operations and daily way of life.

Flexibility, well-being, and inclusion are corner stones of the hotel’s talent retention strategy. There are flexible work arrangements for elderly associates; wellness Initiatives for staff; a commitment to building a diverse and inclusive workforce, where staff hail from diverse backgrounds and age groups; and a belief in freedom of self-expression, where staff are empowered to choose their uniform from four colours to be worn according to their whims and fancies.

The hotel’s people-first culture through the ages has resulted in strong staff loyalty. Over 35 per cent of associates have served the hotel for more than a decade, and 8.2 per cent are proud retirees, who have continued to contribute after an average tenure of 38 years.

Meanwhile, to address intensifying manpower challenges in Singapore, the hotel continues to invest in local community outreach as part of its recruitment strategy. Among its many initiatives are collaborations with secondary schools and higher education establishments on internships and work-study programmes.

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Sister Publications
TTG Asia TTGmice TTG India TTGssociations TTG Asia Luxury
TTG Asia | JAL steps up sustainable aviation efforts
TTG Asia | Hilton teams up with Explora Journeys to expand loyalty programme to luxury ocean voyages
TTG Asia | PATA Singapore Chapter debuts industry dialogue on hot issues